I was interviewed byhappi Magazine, about How to survive theunprecedented challenge presented by the coronavirus crisis in 2020.  Here is an excerpt:

 

”brands need to meet consumerswhere they are now, while they are experiencing high levels of anxiety andtrauma in their lives. Start by developing easy-to-consume brand-relevantcontent that can be informative and entertaining.  It’scounterintuitive for competitive brands and retailers—your current goal is notjust shopping-cart optimization, but developing culture/country appropriateemotional consumer connections”

 

”It is also critical to look beyondthe crisis with a focused digital and in-store plan the bridges your brand tothe consumer recovery by country. We are seeing early trends emerging in Chinawith revenge shopping and affinities to beauty and skin care products thatconsumers developed new digital relationships with during the great lockdown.”

 

You can read the entire article below or click on the link tohappi here:

https://www.happi.com/contents/view_Content-microsite/2020-04-07/hba-brand-survival-skills/

 

Experts to outline steps to engageconsumers during the coronavirus crisis.

How to survive the unprecedentedchallenge presented by the coronavirus crisis? That’s the million-dollarquestion. Wizz Selvey, founder and CEO of retail strategy consultancy, Wizz& Co., and Millie Kendall, CEO, The British Beauty Council, will join DeanDeBiase, chairman of Revieve for a webinar on April 8 (4PM GMT / 12ET) entitled “Reinvention, Reimagination and Regeneration for the Healthand Beauty Aids Industry, The Reboot Chronicles, “Ideas For Selling In TheAge Of Coronavirus.”

The webinar will outline specific steps HBAbrands can take now to ensure consumer engagement and drive sales both in theshort and once the current crisis eventually subsides.
 
Selvey, who formerly headed up beauty buying atSelfridges and has launched disruptive beauty brands like Charlotte Tilbury andFacegym, says now is the time for brands to take a close look at their digitalpresence and assess what platforms are being used to communicate.  Inparticular, she says emphasis should be placed on social media channels thatfacilitate curation—think Pinterest—so that consumers, who may not be buyingnow, can begin to compile lists for future purchases when the current statusquo lifts.
 
Happi checked in with Selvey and DeBiase to getsome insight ahead of the webinar.
 
HAPPI: If there was only one thingyou can tell beauty brands right now about the current state of affairs, whatwould it be? 
 

Selvey: Beauty is and always has been abuoyant product category during any recession, commonly known asthe Lipstick Effect. Focusing more on content and digital strategies is crucialto building any brand for the decade ahead and is now more prevalent than ever before.
 
DeBiase: I agree with Wizz…brands need to meet consumers wherethey are now, while they are experiencing high levels of anxiety and trauma intheir lives. Start by developing easy-to-consume brand-relevant content thatcan be informative and entertaining.  It’s counterintuitive forcompetitive brands and retailers—your current goal is not just shopping-cartoptimization, but developing culture/country appropriate emotional consumerconnections  
 
HAPPI: What are some of the commonmistakes a brand might make? 
 
Selvey: Carry on with the content they had planned before theCOVID-19 outbreak, all marketing and communication channels should be reviewed,even standard auto messaging such as email sign ups and post-delivery emailsmay contain something that is could be deemed as insensitive now
 

DeBiase: Exactly Wizz…It is also critical to look beyond the crisis with afocused digital and in-store plan the bridges your brand to the consumerrecovery by country. We are seeing early trends emerging in China with revengeshopping and affinities to beauty and skin care products that consumersdeveloped new digital relationships with during the great lockdown.
 
HAPPI:Is there a difference if your brandis prestige/mass market in terms of messaging? Like selling a luxury skin creamvs. the everyday essential?

Selvey: Messaging should be aligned to the brand's targetcustomer; it is less about the price point and more about why it is right forthe customer. Consider that customers may be in two camps: firstly, moreprice sensitive and purchasing a lower priced product so new to thebrand,therefore do not forget to educate potential new customers. Secondly,customers who have been considering purchasing a higher price product now havemore time to research their purchase and are not spending money on afacial so they maywant to replicate an experience at home. In either case,rich, educational digital content, advice and online experience are anopportunity.
 
To register for the webinar, click here  https://www.revieve.com/rebootchronicles


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